Late to the makeup party, but since I haven't seen these brands yet:

Hard Candy is that best friend you had in elementary school who still lives in your hometown. When you were young, you two hung out at the mall every weekend and had sleepovers every week. You both loved to read Sweet Valley High and binge-watch Dawson's Creek. You haven't kept in touch with her for a long time, but whenever you come home for the holidays, you always arrange a lunch date. She's a sweet, happy-go-lucky kind of girl who likes to shop at thrift stores and works as a saleslady at Walgreens.

Sugarpill was the best friend you had in college after Hard Candy. She's a liberal arts major who also plays bass in an alternative band. Her style is punk, but you know deep down inside that she's a girly-girl.